Here's something else I also know: When I was seven years old, my father surprised me at school, picked me up and took me to McDonalds for lunch. I ordered my first Big Mac (in fact, it was my first non-Happy Meal ever). We sat outside in the spring sun, under the shade of a fiberglass Mayor McCheese. I didn't play on the McDonaldland toys that day. No, in that moment, I was a man. It's silly, but that is one of my fondest memories of my childhood.

McDonalds will never be able to convince me that their food is good for me. But they can remind me of special moments long past. As Sun Tzu would say, that's a fight they can win.

So despite that fact that I haven't had a McDonalds hamburger in the last few decades, there's a part of me, deep down, that still loves it.

Will this campaign rescue the McDonalds brand from an inevitable death spiral? Perhaps. Perhaps not. But what alternative does the burger giant have?

He who knows when he can fight, and when he cannot, will be victorious.